Factors Affecting Marketing Practice of Micro and Small Enterprises: in the case of Mizan Aman Town

Abstract

This paper aims to assess the factors af ecting marketing practice of Micro and Small Enterprises in Mizan Aman city, Bench Maji Zone. To accomplish this purpose, a descriptive survey method and explanatory survey design were employed. Stratified sampling technique and purposive sampling techniques were used to select employees to participate in the study for the quantitative and qualitative aspects of the study respectively. The study was carried out in Mizan Aman city administration. Accordingly, 355 micro and small enterprise were selected by using probability sampling whereas. Questionnaire was the main instrument of data collection. In addition, interview and document analysis were employed to substantiate the data gained through the questionnaire. Mean, weighted mean, standard deviation and inferential statistics (pearson correlation coef icient and regression)were utilized to analyze the data by using an SPSS version 23. The data obtained through questionnaire, interview and document analysis were analyzed through narration for the purpose of triangulation. The finding of the study revealed that Managerial expertise af ects the marketing practice such as Accessible training facilities, Strategic business planning, and ef ective communication. Entrepreneurship skill, such as Information to exploit business opportunities, Persistence and courage to take responsibility for ones failure hinders the marketing practice of MSEs. Market Competition, Market information, Adequate market for their product, Searching new market, Demand forecasting and Promotion to attract potential users. Finance Working adequacy of credit institutions capital, Collateral requirement from banks and other lending institutions, Loan application procedures of lending institution and cash management skills are the finance factors which hinder the marketing practice of MSEs. new technology Selection of proper technology, appropriate machinery and equipment and Skills to handle new technology are the technology factors which hinder the marketing practice of MSEs, From the finding of the study, it was concluded that Managerial expertise, entrepreneurial skills, market, finance and technology factors determine the marketing practice of MSEs Finally the researcher recommended that the government body and all actors in MSEs should encourage the development and expansion of the